We are planning to develop a cloud based database driven web application which we would like world to use. Till date at the database side we have used fully normalized way to store the data and use multiple joins to retrieve the data and it is good if local system is concerned. But for web, we have learned that nowadays databases are not fully normalized so that there are least joins and loads faster. I have learned Magento is using flat tables to maintain faster loads and then using caching techniques to maintain the state of the data. Correct me if I am wrong.
We would like to adopt a kind of technique but not clear on balancing between normalization and denormalization.
Hope you guys have an answer, and tips to create fresh database which is faster load.